Debenhams has appointed Jessica Shepherd as the firm’s new strategy director.
Shepherd has worked for Debenhams for three years, joining as brand development director and was most recently brand and digital director for Debenhams’ international business.
Shepherd will oversee the brand’s strategy, but she will not be appointed to the board.
Following the de-merger Shepherd became digital and strategy director at Coast, where she was responsible for the brand’s digital channels in the UK and internationally.
The promotion comes following a difficult start to 2018 for Debenhams- profits before tax tumbled by 84.6% in the half-year to 3 March. Sales also dipped as group gross transaction value fell 1.6% to £1.7bn, while like-for-like sales fell 2.2%.
Under plans announced by chief executive Sergio Bucher, the department store wants to provide a more elevated shopping experience and will be “more dynamic”, exiting some brands and shrinking back others.